How AGI can fuel advertising ROI
If you’re a frequent traveler, there’s a good chance you’ve spent a generous amount of time on Kayak, Expedia or some other travel search engine looking for the perfect flight for the perfect price. Within a day or two it seems like airlines are competing for your attention by throwing destination banners across your screen, telling you something about the stellar prices their fares start from — only for you to discover that the price is only valid from 2 airports with fixed dates. The promoted flights have as little flexibility as that cruise to the Bahamas that you dodged from a telemarketer on your lunch break.
Now that you’ve purchased your flight you don’t expect to see these ads anymore. But you do. What’s worse? When you start seeing car rental and hotel ads for the city you live in. By this point you’ve seen the transition from an ad that knows “something” about you to an ad that clearly misunderstands you. Once you experience this a couple times over, how much faith do you actually have in any banner ad?
Where’s the Gap?
Targeted advertising has its strengths and the AI at work behind the scenes is impressive, but perceived value declines rapidly when an ad fails to understand the context of users’ needs. Your calendar knows your travel dates. Your Gmail is aware of your email titled “Purchase Confirmation for your flight to Cape Town.” Every device that you use regularly knows what city you live in. If all this information is known to technology, what warrants the placement of irrelevant ads that we so often encounter? Technology needs to gain a more comprehensive understanding of situations before connecting the dots.
What Would AGI Bring to the Table?
With the integration of artificial general intelligence (AGI), ad networks will be transformed into proactive intelligent networks with contextual awareness. Not only will they understand a user’s search results, they will understand the reasons users do what they do.
In the case of our frequent traveler, let’s assume that they have just purchased a roundtrip flight from San Francisco to Cape Town with an intentional 24-hour layover in Amsterdam to break up the journey. Any advertising that responds to the user’s travel plans should recognize this. For example, an ad for an activity or an Airbnb in Amsterdam.
Now let’s take things a step further. Let’s assume the user has a friend who will be traveling from London to Istanbul during those same travel dates and happens to have the same layover in Amsterdam. Both users have AGI powered devices which know that they are friends, know what time they arrive/depart Amsterdam for their respective flights and know what type of budget they typically travel on. From there, an AGI powered ad network may suggest that two friends catch up and share an Airbnb in Amsterdam for a night. An AGI’s ability to connect the dots across multiple domains presents users with very compelling and highly relevant advertising. Once a consumer experiences a new level of value from advertising, they begin to engage with it in a different way.
Kimera Systems’ Nigel AGI has been in beta testing since August 2016. perceived value declines rapidly when an ad fails to understand the context of users’ needsThe company believes that Nigel will be a key ingredient to the future of digital advertising, enabling an intelligent ad network that understands the context of its consumers needs and connects the dots to provide the best possible solution.